But yoga giant Lululemon is entering the craft beer game this summer with Curiosity Lager, made by Vancouver's Stanley Park Brewing.
"Just because you're a yogi, doesn't mean you won't have an occasion for beer, and we're certainly interested in talking to that crowd," said Doug Devlin, director of marketing for Stanley Park Brewing.
"I think Lululemon, by extension, is interested in talking to a more male beer-drinking crowd. It's a nice way for each of us to take what it is we do to a new consumer."
The Vancouver companies have partnered before with the beer maker when Stanley Park made a beer just for the after party of Lululemon's Seawheeze Half Marathon last year.
This year's beer, described as a "crisp, bold session lager" with 4.6 per cent alcohol by volume, will be sold in stores.
They're making 88,000 cans, which will be sold in a variety pack in 200 government liquor stores in B.C. and Alberta, and in tall-boy cans at some private liquor stores in the two provinces.